Can Yunnan Coffee Beans Carry a Hundred-Store Rollout?
Post Office Coffee, founded by China Post, is speeding up expansion. Co-founder and CMO Dong Kexin said the brand will accelerate store openings in the second half of this year, targeting 100 stores nationwide. Its supply chain uses 100% Yunnan coffee beans, and the brand plans to deepen coverage in core cities while using China Post's outlet resources to reach lower-tier markets.
The first store opened in Xiamen in February 2022, and six stores followed across four cities in half a year. Drinks are priced from 12 to 30 yuan, coffee from 22 to 38 yuan, with cakes at 18.8 yuan, plus in-store pickup, delivery, and postcard printing. Dong Kexin ties competitiveness to product strength, operations, and supply chain capability.
The Post Office Coffee under China Post is accelerating its expansion. Co-founder and CMO Dong Kexin recently revealed in an interview that the pace of opening stores will speed up in the second half of this year, striving to achieve the goal of 100 stores. Notably, Post Office Coffee's supply chain uses 100% Yunnan coffee beans. Leveraging the advantages of postal outlets, it will intensify its layout in key cities while also expanding into lower-tier markets. Since the opening of its first store in Xiamen in February 2022, Post Office Coffee has quickly become a popular spot with its innovative "coffee + post office" model. In just half a year, it has opened 6 stores in 4 cities. Facing a fiercely competitive coffee market, can Post Office Coffee stand out with its site selection resources and product operation capabilities?
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Dong Kexin, co-founder and CMO of Post Office Coffee, recently revealed in an interview with the media that according to the established plan, the brand will accelerate store expansion in the second half of this year, with the goal of achieving the "Hundred Stores Plan," that is, opening 100 stores nationwide.
Dong Kexin stated that Post Office Coffee will increase store density in core cities in the future. "At the same time, relying on the unique advantage of China Post's outlet resources, we will make deeper arrangements in lower-tier markets."
He also mentioned that Post Office Coffee's supply chain has achieved 100% use of Yunnan coffee beans. Regardless of brand positioning, it is essentially in the coffee business. Dong Kexin emphasized, "Ultimately, the true core competitiveness still comes back to product strength, operational capability, and supply chain capability."
Post Office Coffee was founded by China Post. The stores focus on coffee drinks while also selling tea beverages and snacks. Cakes are uniformly priced at 18.8 yuan, drinks range from 12 yuan to 30 yuan, and coffee is priced between 22 yuan and 38 yuan. The stores support both in-store pickup and home delivery.
In addition, customers can print their own photos on postcards, and the stores provide mail collection and sending services. The green post office storefront, rich postal-themed decor, green postboxes paired with Post Office Coffee labels bearing stamps, cleverly combine postal culture with coffee here. Retro-style postcards further enhance the cultural atmosphere, and the outdoor seating also provides customers with a distinctive space to rest and enjoy their drinks.
On February 14, 2022, Post Office Coffee officially began operating at No. 388 Hubin South Road, Siming District, Xiamen, choosing to open on Valentine's Day. This inevitably brings to mind the sentiment of "In the old days, carriages and letters were slow, and one could only love one person in a lifetime." Perhaps this is exactly the intention behind Post Office Coffee's opening on February 14. People often joke about express delivery services, yet China Post has always persisted. No matter how far or remote the journey, EMS always delivers.
Since February this year, Post Office Coffee has joined hands with China Post to use the innovative "coffee + post office" format to build a Chinese coffee brand that Chinese consumers can buy, afford, and are willing to buy.
On May 15, three months after the first store opened, Post Office Coffee's second store in Xiamen officially opened, located at the Xiamen Cat Street Theme Post Office. In just half a year so far, it has opened 6 stores in 4 cities across the country.
It is reported that next Post Office Coffee will successively open in cities such as Changsha, Nanjing, Hangzhou, and Fuzhou. As China Post outlets are spread across the country, Post Office Coffee combines trendy coffee culture with the historical heritage of the post office. What was originally an inconspicuous post office coffee has transformed into a popular photo spot. It is understood that Post Office Coffee's 7th store, the Xiamen Jimei University Chengyi College store, will open next week.
As coffee consumer demand continues to evolve and the coffee market becomes increasingly fierce, more and more new retail brands are beginning to explore products and consumption scenarios while also acquiring consumer big data and traffic. Differentiated products and internet operations may become key elements for expanding in the coffee market.
Backed by China Post, site selection advantages and store resources are where Post Office Coffee's competitiveness lies. However, the coffee market is highly competitive. Mature brands such as Starbucks and Luckin Coffee occupy important market positions, new brands continue to pour in, and there are also many time-honored brands opening coffee shops across sectors. At this time, can Post Office Coffee, entering the market, stand out?
Image source: Internet
The above content is compiled by CoffeeHunters, a coffee news website.
